Everyone knows Pabst Blue Ribbon, aka PBR. The pop culture phenomenon was introduced in 1844 and is easily one of the most well-known beers in America. What’s next for Pabst? It looks like Pabst Blue Ribbon Whiskey.
A label surfaced this week for PBR Whiskey, an apparent collaboration with brewer/distiller New Holland Brewing, based in Michigan.
As you can see from the label above, the whiskey label draws from Pabst Blue Ribbon beer artwork, with the description “This is Pabst Blue Ribbon Whiskey. Made from nature’s choicest products that, legend has it, Jacob Best used in 1844 to provide its smooth, complex flavor.”
One more thing impossible to ignore – the label states “Aged 5 seconds”.
New Holland signed a partnership with Pabst in 2016 to expand their national distribution footprint. Sources within the brewery who do not want to be named have hinted to Beer Street Journal in the past that the partnership is rapidly expanding, but declined to provide more information.
The 80 proof whiskey is slated for 750-milliliter bottles.
Emails to Pabst Blue Ribbon were not returned.